On its 25th inaugural anniversary, Isuzu Philippines Corp. (IPC) laid out its “Road to Progress” vision–a plan for sustainability–challenging for a company whose main product line runs on diesel engines.
IPC President Noboru Murakami, said that this vision realigns IPC’s business process through a new lens–one that focuses on the environment, while adding emphasis on its corporate social responsibility and governance roles.
Isuzu has always been “Your Responsible Partner.” This not only meant paying attention to emissions from its diesel engines, developing better powerplants that uses less fuel and emits less particulates–traits of its Blue Power line-up. Blue Power, developed over four years of testing and research is both Euro-4 compliant and at the same time manufactured in Thailand using environmentally conscious processes which includes renewable energy and recycled water. These Isuzu engines, are found throughout its commercial vehicle line-up including the mu-X, D-max, Traviz, and Smoother.
“Our Road to Progress” vision goes beyond providing durable, fuel-efficient, and environment-friendly products to give the best transport and business solutions to Filipinos. Being a responsible partner is forging a new path to a more sustainable and greener future,” Murakami, who recently took over the reins from Hajime Koso, commented.
Isuzu Philippines Corporation (IPC) was first formed in 1995 after the dissolution of Isuzu Motors Pilipinas which was a joint venture of the American General Motors and Isuzu Motors Ltd. of Japan. It was in 1997 that the Ayala-backed IPC was officially launched.
Before 1995 Isuzu Pilipinas brought cars like the Isuzu Luv pick-up which was a mainstay in the commercial vehicle segment or many years. Under the Ayala Group, the company’s set-up its manufacturing facilities at the Laguna Technopark in Biñan, Laguna. It also set up the Isuzu Autoparts Manufacturing Corporation, which produces transmissions for distribution in the ASEAN region. The plant produced or processed the Isuzu Hi-Lander, which once fought valiantly against the Toyota Tamaraw / Revo. It also made the Trooper and the Fuego as well as the N-Series and Forward trucks. Later vehicles to come out of the plant included the D-Max, originally imported whole from Thailand, the Alterra which was later replaced by the mu-X.
One of the steps IPC takes in protecting the environment is shifting its energy source from coal powerplant to renewable sources like a solar power plant to decrease carbon emissions of its manufacturing plant. IPC is also encouraging its dealers to follow its lead in switching to renewable energy in the next years, envisioning lower carbon footprint for the entire Isuzu dealer network.
“The main reason why IPC has attained these countless achievements throughout the years is that we have the unwavering support of each and every one of you,” Murakami said, as he thanked its shareholders, dealers, and business partners who contributed to the success of IPC.
Isuzu Philippines also received congratulatory messages from representatives from shareholders, Koji Nakamura — Isuzu Motors Ltd. Executive Officer, Kyoya Kondo — Mitsubishi Corporation’s Division COO, Antonio “Toti” Zara III — AC Motors Automobile Group President and Johnny Fetalvero — House of Investment Senior Vice President and Car Business Operations Head.
In the anniversary video shown during the program, former IPC employees from different divisions – Myrna Valle (administration), Arnel Deunida (manufacturing), Joseph Bautista (sales & marketing), Edward De Guzman (aftersales) and Arthur Balmadrid (SVP), all of whom are pioneers, also shared their significant Isuzu experiences at the time IPC was just starting up. The video conveyed that the values instilled by the pioneers are now serving as one of the pillars of the foundation of the current employees in attaining new achievements in the years to come.
“The day I was interviewed by my first boss, Mr. Morikazu Watanabe. After the interview, I was walking down the stairs and out the door when the then AVP of Admin ran after me saying, “he decided to hire you”. I had to make a split-second decision to accept or not. After 25 years, I still think that it was one of the best decisions I made in my life,” Myrna Valle replied to the question of her most memorable experience at Isuzu. Valle is a mainstay in the company’s administration division until she retired as one of its executives.
“Being part of Isuzu was a big challenge. You have to make sure that you put reliability, durability and efficiency on every product. I actually expected that Isuzu will be successful in the Philippines because we always make sure that we meet the expectations of Filipino buyers,” Joseph Bautista, who once held the position of director of sales and marketing and now enjoys his retirement years as a travel vlogger with a big following.
Isuzu’s success is rooted deeply in its vision and what it encourages its employees to do.
“My first bosses were very successful in instilling one very important ingredient amongst us, the pioneers – and that is the passion for Isuzu and its products. I remember their credo: you have to think Isuzu, breathe Isuzu and love Isuzu. I believe that it was the main driving force that served as the company’s initial sprint towards success. Looking at it now, I am proud to have been there when it started,” Valle said.
Bautista shared on the secrets of the brand’s success. “It’s developing products that the Filipino buyers really wants. Listening to our customers, friends from media, dealers on the what they want to have on every Isuzu product.”
Held at SMX Convention Center, Pasay, the event was well attended by shareholders, dealers, suppliers, banks, media, VIPs from industry association and IPC executives and employees.
